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Best Practices, Examples, and More: Experimental Marketing Defined

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Experiential marketing involves the consumer interacting directly with your service or product. The specific methods vary from one company to another. But common examples are conference booths and car shows.

 All experiential marketing include consumers creating some memorable experiences with the brand. In this respect, it’s almost the opposite of digital marketing. That method relies on engaging with consumers remotely.

Experiential marketing – also known as experiential branding – is important because of market growth. One way to stand out is to give consumers a memorable experience. These branded experiences help consumers remember and talk about the product.

Experiential Branding: Best Practices

Successful experiential branding strategy goes beyond samples and booths. The true experience comes from putting consumers in an immersive branded experience. These types of experiences foster brand loyalty. 

Each consumer who has a positive experience with can become a brand ambassador through the use of interactive event ideas. Brand ambassadors can give the brand an unprecedented reach. The following best practices can help you create such positive immersive experiences: 

1. Customer-Centric Experiences

Putting the customer first is important for an immersive experience. Placing yourself in the shoes of the consumer allows you to engage your audience. This way, you can foster brand ambassadors and warriors that promote your brand as well as you do.

2. Identify and Research your Target Market

Without knowing who your target market is, it’s hard to plan an immersive branded experience well. You should figure out who you’re planning to target. 

This should go hand-in-hand with research on what their behavior and trends are. The better prepared you are, the more positive the experience you create will be.

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3. Storytelling

Storytelling is an important facet of marketing, and it suits experiential marketing well. Consumers who identify with the story you present make a strong connection to your brand. 

The best types of stories are truthful. They involve characters or personalities that consumers identify with.

Examples of Experiential Branding

Nivea Bubble Billboards

This campaign preyed on how hard it is to resist a fresh sheet of bubble wrap. In their “reduce the bumps” campaign, Nivea covered a billboard in bubble wrap. Then, they invited passers-by to pop it as much as they wanted. This created a positive association between Nivea and innocent fun for many consumers.

Gilmore Girls’ Luke’s Diners

To drum up interest for the premiere of ‘Gilmore Girls: A Year in the Life,’ Netflix used pop-up diners. These diners, intended as replicas of the fictional Luke’s Diner in the show, served free coffee to fans.

 They created over 200 diners. The campaign had high social media engagement. The pop-up diners served hundreds of fans, with long lines forming at each of them. 

Experiential Branding Ready?

Experiential branding fosters more brand loyalty than the average campaign method. Using it can create ambassadors who give your brand even more. 

Experiential marketing grabs the consumer’s attention better than any advert could. Even though you might find the term new, you’ve probably already seen this marketing before.